CareerBuilder has advertised during the Super Bowl for seven consecutive years, and it used chimpanzees in its 2005 and 2006 campaigns to portray the frustrations of working with difficult or annoying co-workers.
In “Parking Lot,” created in-house, an employee parking at work is hemmed in by rambunctious monkeys, who park too close and ram into his car, while voice-over says, “Stuck between a bad job and a hard place?”
“As the chimpanzees have illustrated through the years, one of the many reasons people want to look for another opportunity is working with co-workers,” said Richard Castellini, CMO at CareerBuilder. “CareerBuilder feels with the economy improving, we know job prospects will be better in 2011 than in the previous two years. From a brand perspective, of the 105 million to 110 million people watching the commercials, a large chunk of them are also our customer base.”
“Parking Lot” placed sixth in LI>USA Today' Feb. 7 poll of favorite Super Bowl ads, behind consumer ads for Bud Light, Doritos, Volkswagen and two Pepsi spots.
“It's not just a 30-second or 60-second ad—it's the beginning of, hopefully, an ongoing converation,” Castellini said.
The TV spot, aimed at jobseekers and employers, is just the start of CareerBuilder's campaign.
It has also created a Facebook game called Yeknom (“monkey” spelled backwards); an e-mail campaign called “Monk-e-Mail,” developed with viral marketing company Oddcast; and a social media application called Monk-e-Maker, also developed with Oddcast. The application lets users upload pictures of their boss and co-workers to make them look like monkeys.
“We've invested in the Super Bowl for seven years because we consistently see a positive return,” Castellini said.
Over the last six years, CareerBuilder saw an average 40% in year-over-year growth in invoicing in the month following the Super Bowl and a 23% increase in job applications, he said.